Editorial Note: Originally published in the April 2026 issue of Trade Show Executive magazine.
Sustainability has become one of the most important strategic priorities shaping the future of the trade show industry. Like many global industries, our industry has a carbon footprint that deserves thoughtful attention. Transportation, energy consumption and waste generation present real challenges – but they also present real opportunity. Executive leaders have the ability to turn this moment into a strategic business advantage that strengthens our competitiveness, improves efficiency and ensures the continued relevance of face-to-face events.
Our industry has already seen sustainability evolve from a value-add into a meaningful competitive differentiator. Today’s workforce, customers and partners view sustainability as a core value that influences where they work, which events they attend, and which organizations they choose to support. Meeting these expectations is not only the right thing to do; it is essential to attracting talent, building trust and driving long-term growth.
The business case is equally compelling. While establishing sustainable practices can require upfront investment, the long-term returns are clear. Greater efficiency leads to reduced operating costs through lower energy and water consumption, minimized waste, and optimized resource utilization. These improvements not only benefit the environment, they also strengthen the financial performance and resilience of our events and our organizations.
For many organizations, the biggest challenge lies in where to begin. The good news is that meaningful progress starts with identifying a practical entry point and building momentum over time. IAEE understands this journey first-hand. We recently announced that Expo! Expo! IAEE’s Annual Meeting & Exhibition 2025 achieved Gold Level Certification in the Events Industry Council’s Sustainable Event Standards, progressing from bronze in 2022 to silver in 2023 and 2024. This steady progression required intentional effort and commitment, but it also gave us a framework and credibility that resonates with our stakeholders.
This year, we’re focused on building on that momentum by increasing the visibility of our carbon offset program, evaluating initiatives in real time during events, and expanding resources to make exhibitor participation easier and more meaningful. Sustainability is not about achieving perfection overnight; it is about embedding meaningful progress into how we plan and operate our events.
Along the way, we’ve gained valuable insights that can help guide others on this journey.
First, focus on materials resource management. This goes well beyond putting recycling bins on the show floor. It starts with using less, choosing materials wisely and planning for the entire lifecycle of what we bring to our events. Then comes reusing, donating, upcycling – and finally – recycling and composting.
Second, strong collaboration with suppliers and partners can be a powerful driver of progress. Many venues already offer renewable energy sources, composting programs and energy-efficient infrastructure. Similarly, freight and logistics providers – such as SmartWay partners in North America – are actively working with the EPA to reduce carbon emissions. Aligning with partners who share your sustainability objectives can help accelerate progress while delivering meaningful operational benefits.
Third, create clear guidelines and incentives that encourage exhibitors and vendors to support your sustainability goals. Exhibitors are essential partners in this effort, and most are eager to participate when given the right tools and direction. Encouraging digital promotional materials, recyclable signage, and post-show donation programs can make participation both practical and impactful. By making it easier and more rewarding to adopt sustainable practices, organizers can foster greater engagement and drive meaningful progress across the event ecosystem.
As we recognize Earth Day this month, it provides an opportunity to reflect on the progress our industry is making and the momentum we continue to build. It’s not just a calendar reminder to think green for a day; it’s a moment to acknowledge the tangible strides already underway and reaffirm our commitment to continued progress. Let’s use it as a checkpoint to measure our impact and challenge ourselves to go further.
This month, I encourage executive leaders to prioritize measuring your impact, reporting your results and sharing your story – successes and opportunities alike. The reality is that face-to-face events remain irreplaceable. They reinforce the human connection that is fundamental to business relationships.
We know our industry is strong. By embracing the sustainability challenge collectively, we will drive innovation, growth and competitiveness to be even stronger!
Brian Pagel
2026 IAEE Chairperson
Executive Vice President
Emerald
The post Paving the Way for a Sustainable Future appeared first on IAEE.
